Optical Trade Shows 2026
And breathe..........
It’s been a crazy few months for those traveling to all the trade shows in the early part of the optical calendar.
Opti, Mido, 100% Optical and Vision Expo East in the first two and half months of the year, is an intense schedule for those attending all of them. An even bigger time and energy commitment to those exhibiting at one, some or all of them.
Having only exhibited at one of the shows this year, I know the time, money and energy required to deliver a successful show. It certainly requires a team effort.
We were really pleased with the orders, engagement and leads we got at 100% Optical. However, it made me think about how trade shows have changed in the 25 years I have been in this industry.
I have run large companies, with huge stands, massive customer bases and now own a smaller company of my own, I’ve very much seen the different ends of the spectrum.
These shows used to be about customers coming to see what the market had to offer. Weighing it up and then ordering what they felt was most appropriate for their business. Practice owners were like kids in a candy shop. Exhibitors would benchmark the year based on the success of the tradeshows they attended.
It is very different now. Customers have less free time to see new products and to browse the market offerings. Many are focused on acquiring CPD points and seeing a pre-planned list of suppliers. Many of whom they already work with.
As a practice owner myself, I like a structured approach to visiting a show. It avoids overspending. Ensures I see the people I need to see. Removes some of the stress of what is always a busy weekend.
So, what does this mean going forward?
For exhibitors, it can more easily be compared to any other advertising. Trade shows used to occupy a unique place in the marketing strategy, as they generated sales far in excess of the cost in a very quick time. Now they must be viewed more as part of a brand building exercise.
As online and offline opportunities to raise your brand awareness continue to grow, we will see where the value for money comes from.
For customers, looking for new products and services online has replaced some of the activity previously done at the shows. Often the shows are a place to confirm what they think about a product, following earlier research. It’s also an efficient place to get CPD points in one place on a short space of time.
If these trends continue it is likely that the shows will have a reduced offering as time goes by. So, check out the products in person while you can.
